Their basic point: wineries don't do such a good job with online retailing (in the sense of enticing a visitor to buy), and they're in danger of losing profitable direct sales to wine retailers with a strong online presence and an understanding of how to retail a product. The result?

...potentially 10% of the ENTIRE wine business and as much as 50% of the super premium wine business will go to online versions of today’s bricks and mortar leading retailers

Of course, REthink hopes to sell wineries a solution that helps them to retail their wines, butit doesn't mean that they're wrong about the need to entice people to buy. The trick is to create a software-based system that works as well as someone in your tasting room when it comes to offering a visitor the last little nudge that results in a sale.